Hi, I'm John Fernandez, social media director at 33.

Honestly, probably more often than you think, organic reach is so low on most platforms now, so even with a decent following, you're only actually reaching a small percentage of your followers. Take Instagram, for example. If you've amassed a thousand followers, you're reaching 30 to 40 of them with anything you post. Facebook's even lower around 1 to 2%, meaning that 95% of your audience never see your posts unless you boost them.

Paid becomes even more critical when you're reaching new audiences. So, for example, if you're repositioning your company, launching a new proposition, or attracting talent that's never really considered you as an organization before. In those cases, paid really isn't optional because it helps you put your content in front of the right people. Organic still has its place. It builds credibility and consistency and is your shop window.

But paid is really what allows you to scale visibility and reach new audiences.